Society & Economicsarticle2026-08-28

The Economics of Influence in China’s Digital Marketing

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Abstract

Fan Feng and Lingling Zhang vividly describe China’s unique system of influencer and livestream marketing, noting which characteristics and practices are distinct to China and which could be applied globally.

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View paper (DOI)OpenAlexManagement and business review.Published 2026-08-28

Authors: Fan Feng, Lingling Zhang

Institutions: China Europe International Business School

Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Marketing and Advertising Strategies